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18.(p. 10)Prior to the movement to integrated marketing communications, the promotional function in most companies was dominated by: A.mass media advertisingB. sales promotionC. public relationsD. publicityE. direct marketing19.(p. 10)As advertisers embraced the process of integrated marketing communications,: 1-5
20.(p. 11)Which of the following conditions must be met to effectively utilize integrated marketing communications? 21.(p. 11)British Airways employed _____ when it used product placement to make sure that viewers of the movie Die Another Dayknew that James Bond flies first class on a British Airways plane. (The scene occurs late in the movie.) The airline ran advertising campaign based around the slogan, "Save your Pennys, fly like Bond," referring to the secretary that Bond flirts with in each film. British Airways also paid for the rights to screen the film on its flights before the movie was available at video stores. 22.(p. 11)Arm & Hammer UltraMax deodorant contains time-released baking soda and provides "extra muscle for the game of life." Ads for the product featured a baseball star saying "When your day goes into extra innings, you need a deodorant with extra muscle," appeared in television and print ads. At the same time, Arm & Hammer ran sweepstakes in which people could enter to win a chance to meet the baseball star plus other great prizes. To enter sweepstakes customers had to fill out a $1-off coupon for deodorant or visit the website ahultramax.com. This is an example of: A. the marketing mixB. exchangeC.integrated marketing communicationsD. the 4AsE. relationship marketing
Chapter 01 - An Introduction to Integrated Marketing Communications